河南省90后大学生体育消费行为特征研究

通过调查研究发现，河南省90后大学生体育消费支出尚处于初期水平，整体水平较低，体育消费在大学生的生活消费方式中处于从属地位。体育消费内容结构主要以实物性消费为主，就总体而言许多90后大学生参加体育活动的态度还不够积极，对体育缺乏整体性、全面性的认识。90后大学生消费时由于自身的群体化特征，多数大学生体育消费时表现出明显的“趋同心理”；少数学生喜欢与众不同，标新立异，以表现自我、宣扬自我、炫耀自我。在他们体育消费过程中，求实、求廉、求便与求新、求美、求名心理并存。

Study on Sports Consumption Behavioral Characteristics of Post-90s University Students in Henan Province

It is shown in the survey that the sports consumption expenditure is still in an initial stage with an overall low level,and sports consumption holds a subordinate position in university students’ living consumption.Generally speaking,their sports consumption structure mainly focuses on sports commodities,and many students do not take an active part in sports activities,and lack a whole and overall understanding of sports.Because of post-90s students’ group characteristics,most of students show distinct convergence psychology,and a small number of students seek distinction and novelty to show,express and boast about them in the process of consumption.